If you were to brand yourself, what would you be? As part of an application for the Good Nugget Kickstart Program, the brief was to design a brand based on genuine insights and truths about myself. Each insight informed an aspect of the brand identity: I worked in a cafe -> cafe brand I’m sarcastic -> cheeky copy I show up authentically -> honesty as a brand value I came up with Grounded, a no bullsh*t cafe that only use real ingredients. They keep the trade circle as ‘grounded’ as possible, by selling local, making in-house and pricing fairly. After presenting this concept to a panel comprising of Good Nugget, Uncommon and Pearlfisher, it got me a place on the Good Nugget Kickstart Program!